As consumers place more emphasis on price and value as they fill their grocery carts, America's conventional beef producers are helping ease the financial burden of rising food costs.

According to the Food Marketing Institute's (FMI) 2009 U.S. Grocery Shopper Trends1, nearly 70 percent of shoppers say the recession is affecting their food shopping — up from 48 percent in 2008. Consumers in every income bracket are checking prices before checking out at the grocery store.

"U.S. consumers are facing rising food costs in a very challenging economy. What most consumers don't know is that conventional production systems and using modern technologies keep beef affordable," says Jan Lyons, owner of Lyons Ranch near Manhattan, Kansas. Conventional beef production significantly increases the volume of beef produced while conserving natural resources and reducing production costs across all segments of the industry. The result is more affordable beef for everyone.